Advertising should clearly reflect Umicore’s brand identity while communicating our vision in a simple and impactful way following all guidelines in place.
All advertising must be reviewed and approved by the Group Communications branding team before placement in media.
Headline message
The underlying concept of our mission "materials for a better life" could be used to deploy headline messages for advertisments:
“More (brand feature). Better (brand benefit).“
In this structure, the first part refers to the “materials” or “services” part of the product offering, while the second part is a comparative (any comparative, not just “better”) that refers to the “better life” result that can be obtained when our materials or recycling services are used. The comparative brings a compelling advantage to the selling situation.
This may work as a universal campaign concept for Umicore.
The “More (brand feature). Better (brand benefit).“ concept can be also used on both front cover and back cover of brochures and on title slides of PowerPoint presentations.
Layout
Layout of advertisements should follow our key principles, you may follow the same measurements as the cover page of brochures.
Advertisements can have a variety of unit sizes.
We advice to use the more.better construct for the headline. Only in case the context is more institutional or merely descriptive, use a more straightforward headline.
More.better - Headline Rule
As the more.better headline runs across two lines, the second line must start two‑thirds of one grid unit (2/3x) to the right of the first line. This ensures a dynamic, recognisable rhythm in our headline construction.
If additional text follows the headline, it should always be aligned with the starting point of the second line to maintain visual consistency. When the headline appears directly on an image, you may follow the standard text alignment rules instead, as long as legibility and brand consistency are preserved.
Measurement & Design Files
To download our Measurement & Design Files files please follow this link to our Brand Assets Bank:
As a first time user of our Brand Assets Bank you will need to register here. Once registration is completed, the right access levels will be granted. If you have questions or need assistance please contact brandassetsbank@umicore.com.